Abstract

Abstract: As a product that uses the label "halal" and often incorporates religious elements such as the Muslim model, for the market share of Muslim women who are the majority religion in Indonesia. Many product advertisers want to convey a message to their viewers to be the center of attention, including Wardah's cosmetics ads. Wardah's cosmetics ad tries to convey a message to viewers about beauty through the Wardah Exclusive Series version of Dewi Sandra In Paris. This study also aims to obtain information about beautiful representations in the Wardah Exclusive Series version of Dewi Sandra In Paris advertisements found on television. This research is a qualitative research with a paradigm of criticism to reveal the beautiful representation that an advertisement wants to convey. Data collection techniques are done using document analysis. Meanwhile, the data analysis technique is the analysis of Charles Sanders Peirce's semiotics. Charles's theory divides signs based on icons, indexes, and symbols.